Media Market Makers, New York, debuted today as an open marketplace for buying, selling and planning Internet advertising. Unlike existing online ad sales networks such as Double-Click, Flycast and 24/7, Media Market Makers
doesn't represent Web publishers or advertisers. Instead, its goal is to create an interactive marketplace in which advertisers, their agencies and Web publishers connect. McCann-Erickson World-Group is the first agency network to offer the service to clients of its shops. All advertisers and their agencies will be able to use Media Market Makers free of charge; the site will generate revenue through transaction fees paid by Web publishers. Initial investors in Media Market Makers include Odeon Capital Partners, Ipex and McCann-Kesher-Barrel, Israel's largest agency and part of McCann-Erickson WorldGroup. The launch will be backed with a $10 million campaign handled by Gillespie, Lawrenceville, N.J., a McCann-Erickson WorldGroup agency.
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Copyright April 2000, Crain Communications Inc.